Magleby chapter9 ppt

9The Media and U.S. Politics

9Learning Objectives

Describe changes in the nature and extent of the political influence of the various news media

Trace the evolution of the news media over the course of U.S. history

9Learning Objectives 9

Evaluate the media’s influence on public opinion and attention

Describe the media’s role in elections and the associated problems and benefits

9Learning Objectives

9.5 Assess the media’s relationship to governance in the United States

The Influence of the Media on Politics The Pervasiveness of Television The Persistence of Radio The Declining Importance of Newspapers and Newsmagazines The Growing Popularity of the Internet

TV changed politics forever Instant access to news and events 24/7 news cycle

9.1The Pervasiveness of Television

9.1Television in Times Square

TV’s influence has changed over time Less time spent on reporting politics Increases in political advertising Issues Candidates

9.1The Pervasiveness of Television

Reaches more households than TV “Drive-time” news radio

Radio as a campaign tool Distinctive radio audiences Micro-targeting specific groups

National Public Radio (NPR)

9.1The Persistence of Radio

Decline in circulation over past 20 years Fewer young people read newspapers

9.1The Declining Importance of Newspapers and Newsmagazines

9.1New York Times on a tablet

Impact of the Internet Provides news for free Provides advertising alternatives ($)

Newsmagazines affected similarly

9.1The Declining Importance of Newspapers and Newsmagazines

As a primary news source Increasing among young Americans and Internet users

Political value Allows people to interact with politicians and others Allows candidates to communicate messages, ideas

Social networking

9.1The Growing Popularity of the Internet

9.1 Which news source has seen the greatest decline in importance?

a. Radiob. Television c. Internetd. Newspapers

9.1 Which news source has seen the greatest decline in importance?

a. Radiob. Television c. Internetd. Newspapers

The Changing Role of the U.S. News Media A Political Tool Financial Independence “Objective Journalism” The Impact of Broadcasting Investigatory Journalism Media Consolidation Regulation of the Media

A Political Tool

Freedom of the press Watchdog of government Voice of the party

Newspapers retain identification with political parties

Financial Independence

Shift in appeal to growing population Less-educated readership Increasing political participation

Changes in newspaper financing “Penny press”

Changes in content Addition of nonpolitical news content

“Objective Journalism”

Reaction to sensationalism “Yellow journalism”

9.2Yellow journalism

“Objective Journalism”

Increasing professionalism Professional associations Code of ethics

Rise of wire services Political neutrality

The Impact of Broadcasting Radio

Nationalized and personalized the news Increased access to information Used by politicians at outset FDR – “Fireside Chats”

FDR 9.2

The Impact of Broadcasting

Television Dramatic, visual, and immediate Expansion of news broadcasting Cable TV and the 24/7 news cycle

Investigatory Journalism

News investigations often have political consequences Iraqi prisoners WikiLeaks

Watergate Washington Post reporting brings down Nixon White House

Media Consolidation

Regional media Local ownership

Cross-ownership patterns Early TV stations often owned by radio, newspaper

corporations Rupert Murdoch and Fox

Trending toward conglomeration Courts, FCC, and deregulation

Sean Hannity 9.2

Regulation of the Media

Government oversight of broadcast media through the FCC Licensing Financing Regulation of content Content restriction challenges under First Amendment

9.2 Which president became known for his “fireside chats”?

a. Thomas Jeffersonb. Andrew Jacksonc. Richard Nixon d. Franklin Roosevelt

9.2 Which president became known for his “fireside chats”?

a. Thomas Jeffersonb. Andrew Jacksonc. Richard Nixon d. Franklin Roosevelt

The Media and Public Opinion Agenda Setting

The pervasiveness of media gives enormous influence to media ownership because of the capability of reaching so many people so quickly. Television's ability to present images and communicate events has influenced U.S. public opinion in profound ways.

Issue Framing The media are more aggressive in news gathering. The news media have also assumed the role of speaking for the people.

A wave approaches Miyako City in Japan after a magnitude 8.9 earthquake struck the area on March 11, 2011. Natural disasters in a distant part of the world become part of global news coverage.

The Media and Public Opinion Are the Media Biased? Factors That Limit Media Influence

Agenda setting - Media determine what topics will become subjects of public debate

Media provide means to “spin” message Referendum campaigns

The side that defines what the referendum is about, wins

9.3Agenda Setting and Issue Framing

Conservative criticisms Journalists tend to be more liberal

Liberal criticisms Corporate ownership leads to undue influence given to

conservative issues

9.3Are the Media Biased?

Partisanship and ideology of journalists, policy makers, and the public

Factors That Limit Media Influence Political socialization

Party identification Peer pressure

Selectivity – People choose to get news from sources that match their bias. They also tend to see and hear only what they want to.

Needs – People pay attention to news that directly affects their lives.

FIGURE 9.1: Partisanship and preferred news source

Factors That Limit Media Influence

Audience fragmentation – The drastic increase in the options available has caused news to be scattered between many more outlets. This reduces the impact of a single media source.

Partisanship and news source credibility 9.3

9.3 Which of the following limits the influence of media?

a. Selectivityb. Political socialization c. Audience fragmentation d. All of the above

9.3 Which of the following limits the influence of media?

a. Selectivityb. Political socialization c. Audience fragmentation d. All of the above

The Media and Elections

Choice of Candidates Campaign Events Technology Image Making and Media Consultants Impact on Voter Choice

TV influences public perception of what is important in a candidate Role of physical appearance

Media determines how much attention candidates receive

9.4Choice of Candidates

Campaign Events

Place candidate in settings that reinforce message and image Press conferences Interviews “Photo ops”

Obama campaign stop 9.4

Romney campaign stop 9.4

Campaign Events

Media may shun “staged” events National party convention coverage – has

been reduced because it is predictable.

Technology

Candidates reach the public Reinforce voter preferences through TV Extend reach through Internet and social media

The public interacts Online interaction on political topics “Town meetings” now online Blogs

Media consultants attempt to control the candidate's public image Provide advice on media relations Advertising strategies Focus groups and opinion polling

Negative aspects of media consultants New political “elite”? Blamed for negative tone of campaigns

9.4Image Making and MediaConsultants

Impact on Voter Choice Personality over substance The horse race - Instead of focusing on issues, reporters

focus on the tactics and strategy of campaigns because they think such coverage interests the public.

Negative advertising increasing Making a decision – media influences primaries

more than general elections. Election night reporting can discourage voters

on the West Coast from voting if forecasts are made.

9.4 Which of the following campaigns is likely to gain more media attention?

a. Mayoralb. Senatorial c. Gubernatoriald. Presidential

9.4 Which of the following campaigns is likely to gain more media attention?

a. Mayoralb. Senatorial c. Gubernatoriald. Presidential

The Media and Governance

Political Institutions and the News Media Presidents Use the media as forum for their agenda

Presidential press conferences: joint and solo sessions, 1913–2012

The Media and Governance

Political Institutions and the News Media Congress Media generally focus on individual, not Congress as a whole More likely to receive negative coverage The Supreme Court

9.5 Which of the following is more likely to receive negative press coverage?

a. Armed Forcesb. Supreme Courtc. President d. Congress

9.5 Which of the following is more likely to receive negative press coverage?

a. Armed Forcesb. Supreme Courtc. President d. Congress

Listen

We will Tell You What to Think!

Media Models

Old Media• Newspapers• Network TV• Radio• Magazines

Gatekeepers (experts)ObjectiveFactual

Media Models

New Media• Internet• Cable• Direct mail• Blogs

Non-hierarchicalSlantedOpinion

What Sells?

Front Page Death RatiosHow many deaths does it take to make the front page (lead story) of the news. Surf around to someof the major news outlets from the past few weeks and see if you can find the ratio of deaths to fill inthe chart below. For example, last week, the death of Anna Nicole Smith made front page news (for a few days meanwhile, it took a bomb killing 120 Iraqis to make the front page (and only for one day).What is a death worth in the news? Deaths_____Celebrity =_____White Americans * =_____Minority Americans * =_____Europeans =_____Latin Americans=_____Asians =_____Haitians=_____Africans =_____Iraqis =

How much power does the media have to shape public opinion?

• Certain factors limit the media influence on public opinion • 1-political socialization. • We view the news we get through filters through which we interpret • the news and the world. We view news through our political attitudes • which we developed through political socialization. • Through what lenses do you view the news? • 2-Selectivity.• People use selective exposure to screen out messages that don’t conform to their biases. People use Selective

perception to perceive what they want to in the media messages and disregard the rest.• Do you do that? • 3-Needs. • People watch the media for different reasons. Sometimes to be informed, other times to just be entertained. • 4-Recall and comprehension. • If you can’t understand or remember it, it doesn’t influence you much. • People tend to believe the parts of the media that conform to what they already believed. • Are you any different from this?

Discussion Questions

How do the media affect the way you think about the government? Why? Do the media have too much power?

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